Updated
Brand awareness describes how many people know your brand and how easily they connect it with a product or service. The better known a brand, the more often it gets searched for, clicked and bought.
Levels of brand awareness
- Aided awareness: people recognise the brand when they see or hear it.
- Unaided awareness: they name the brand themselves when thinking of a category.
- Top of mind: the brand is the first one that comes to mind.
How to measure brand awareness
- Branded searches in Google Search Console and Google Trends.
- Direct traffic to your website in GA4.
- Reach and mentions on social media and in the press.
- Surveys and brand lift studies in Google and Meta.
How to increase brand awareness
Video ads on YouTube and in Meta Ads, Demand Gen, content and digital PR, work with influencers and consistent branding. A well known brand also lowers costs in performance campaigns later on.
Further reading: Bidding on your own brand in Google Ads.
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